Ch 12- Roles of Advertising and PR
|Objectives||- To become sensitive to differences in the way comm practiioners are educated for and handle their practice in different parts of the world. |
-To develop tactics to accomplish communication tasks successfully across borders.
-To understand how diff techniques can be used to accomplish goals and to be able to bring creativity to address opportunities and problems.
|Global Marketplace||Although is creates more opportunities and necessities for advertising and public relations practitioners to work together, opportunities for mistakes/misunderstandings to arise are also increased.|
|Common practice||For a universal theme to be developed and then adaptations made or the different sites.|
|1st Step|| Practitioners getting to know their counterparts. Roles are not the same around the world.|
- First ask; Background of your counterpart?
- Second ask; Counterparts job description and the accountability or reporting hierarchy?
|Interesting Aspect of Creativity||Thinking process that seems to have no geographical origin.|
|Campaigns; 4 major components|| 1. Creative Talent|
2. Technical skills
3. Time deadlines
|Thinking laterally||Involves the right side of the brain, emotional side, this is different from vertical or left brain thinking that tends to be logical and analytical (DE BONO)|
|Creative Talent||Needed locally to interpret the campaign and adapt it to local customs for clothing, colors, symbols, language, and gestures.|
|Appeals (2 components)|| Illustrations (most sensitive) and Product information (largely controlled by law)|
Appeals are usually emotional and depend upon some recognition of the product or product category.
|Illustrations|| Many Moslem countries are sensitive about any artistic representation of the human body.|
**Costumes for advertising models are always an issue- the way a sari is wrapped carries many messages, kimono wrapped right over left is only for corpse.
India- liquor cannot be shown in an ad
|Product information|| Products are easier because laws control much of the content.|
Technical products are easier to write about because consumers want to know those details and are usually knowledgeable enough to understand direct translations.
|Public Relations||PR practitioner works for internally or externally in servicing a client, to represent its mission by what it says and does.|
|Key to PR||Having a continuous flow of information so noone in the organization is surprised and everyone is constantly updated across time zones, languages, customs and local social, economic, and political environments.|
|Policies|| Anytime that an organization has a problem anywhere in the world it reflects on the whole organization and all of its offices.|
- keeping the home office aware of and sensitive to potential cultural clashes is one of most important roles for on-site PR people.
|Practices|| Most common area of conflict; transparency|
-Public expressions of opinion in any writing piece for publication is likely to create an intl incident in nations that have restraints on freedom of expression.
|Two Subsets of PR||Media relations or Publicity/promotion|
|Media Relations|| Role of PR in society often determines how PR efforts are accepted by the news media. |
**Another aspect of acceptance of PR sources is the professionalism of local reports and editors
|Publicity/promotions|| Many Asian nations have used publicity and promotion in campaigns for nation-building, sometimes called Development PR.|
**Part of the consideration of campaigns from any source is the view of public relations as a function of democracy by stimulating public discourse on an issue.
|5 E's of Success for any campaign||..|
|Education||information that gives ppl knowledge they didnt have before|
|Engineering||Making it possible|
|Enforcement||Legal or social. Ex. keeping trash out of local places|
|Entitlement||Means that the ppl being asked to change their behavior feel that there is value in the appeals of the campaign and that the org has the legitimacy to ask for their help and compliance.|
|Evaluation||The way a campaign takes stock of it ssuccess not only while the campaign is going on but also after its over.|
|Three Levels of Evaluation|| Input; is enough good info gathered?|
Output: how many msgs were sent? who/where received them?